What's in it for you, really: Twitter and Maslow's hierarchy of needs

[Reid Cornwell]

In discussing and strategizing about the business use of Twitter and other social media platforms, it's essential to get to the core of why exactly a business would/should engage. Whether the goal is set as listening and lurking, contributing new content, or actively seeking contacts and participating in discussions, the decision must be done. (And revised too, if need be.)

However, beyond the simple decision of objectives and roles, there's another dimension to social platforms. I was glad to come across Dina Mehta's blog post "Twitter & Maslow's Hierarcy of Needs ... nay ... Hierarcy of #Tweets", linking back to the picture above that Kevin Maguire had posted on The Innovation Diaries.

While some might dismiss the role of Maslow's hierarchy of needs in organizational context, I'd argue that as there's always a real person involved, the factors that motivate that person significantly affect the ambition, activity level and tone of participation - and, ultimately, the success of the effort.

The picture includes a potential risk as well: Similarly as in the original Maslow's Hierarchy of Needs, one typically moves upwards once the more basic needs have been fulfilled. In many organizations pondering their role in social media, I've found that the initial idea is to get to the top directly - skipping the steps that are very necessary to understand the underlying social rules of each community, build recognition and authority, and attract followers.

The moral of the story? In social media, understanding motivations is key - and impatience a mousetrap.


influence uncovered
insights on sparking conversations and building engagement
http://juhaf.posterous.com/whats-in-it-for-you-really-twitter-and-m...

[Paul Simbeck-Hampson]

In the excitement I forgot to mention I'd recently commented on an article about flatter organisations, it can be read here...
The Flatter the Better. Inspiring interview with CEO of SunGard. http://bit.ly/4FAhxB

[Paul Simbeck-Hampson]

Motivation beyond the need to conform becomes real once management understand that not all people are equal. A manager needs to understand that the performance of anyone is governed largely by the system that he works in, the responsibility of management. If a top down approach is quashed and a flatter organisation is allowed to develop the possibilities are endless. Thanks for sharing this article, it's been quite a while since I thought of Maslow!

[Jamillah Knowles]

I have to agree with this braodly. I've taught soc med methods in a large company and it's really hard to get beyond a broadcast mentality or a monetizng hit rate idea.
With an individual at the helm of something like twitter for a commercial enterprise, it is very important to choose someone social enough to understand the sequence you mention.
If companies could manage to gain a bajillion followers in one hit - i think they'd end up with an empty echo chamber and not make any vital connections that would be useful or interesting.

[Weiai]

smart! but there are definitely more overlappings than the original Maslow Hierarchy in term of different needs